Sony has announced that they will be using next year's World Cup to showcase their new 3D television technology. To do this, Sony have agreed to film as many as 25 of the tournaments matches using 3D cameras. Sony will then screen these games in seven cities, including London, Paris and Berlin. These special showcases will be called Fan Fests and will be hosted by Fifa. Sony has also said it will be demonstrating the technology in its stores.
Fujio Nishida, president of Sony Europe, said: "3D will undoubtedly transform the way we enjoy content in the living room."
Following this news, announced their own plans for the launch of a 3D channel next year.